Chapter 8- Group and Interpersonal Influence Flashcards
Reference group
a group of individuals who have significant relevance for a consumer and who have an impact on the consumer’s evaluations, aspirations, and behavior; this influence affects the ways that consumers seek and receive value from consumption
Group influence
refers to ways in which group members influence attitudes, opinions, and behaviors of others within the group
ingroup
a group that a person identifies with as a member; members of this group are generally viewed as having cohesion and and exhibiting similar attitudes and behavior
outgroup
a group with which a person doesn’t identify
Value perceptions are also influenced in large part by groups
Primary group
group that includes members who have frequent, direct contact with one another; usually have the most influence on their members & social ties for this group are very strong
Secondary group
interaction w/in the group is much less frequent than in a primary group; brand communities are groups of consumers who develop relationships based on shared interests or product usage; in gen. Brand communities lead to positive outcomes for consumers and companies
Formal group
a group in which a consumer formally becomes a member- ie member of a church congregation; typically have set of stated rules, accepted values; and codes of conduct that members are expected to adhere to
Informal group
a group that has no membership or application requirements, and codes of conduct may be nonexistent. Ie. groups that meet up to exercise
Aspirational group
a group in which a consumer desires to become a member; ie often appeals to the consumer’s ideal self ie. business student looking to join a professional business association after gaining their degree
Dissociative group
a group to which a consumer does not want to belong ie. a Republican wanting to avoid being perceived as a Democrat
Conformity
when an individual yields to the attitudes and behaviors of other consumers; key diff btwn persuasion and conformity is that with conformity, the other party does not necessarily defend its position vs. one party defending its position in an attempt to change behavior
Authority
the ability of a person or group to enforce the obedience of others ie. governments and municipalities
Peer pressure
the pressure and individual feels to behave in accordance with group expectations, can greatly influence behavior
Social power
refers to the ability of an individual or a group to alter the actions of others
Referent power
consumers often imitate the behaviors and attitudes of groups as a means of identifying with the group
Legitimate Power
power where social arrangements dictate that differing levels of power are dependent upon one’s position in a group
Expert Power
the ability of a group or individual to influence a consumer due to the group’s or individual’s knowledge of or experience with, a specific subject matter
Reward Power
groups frequently have the power to reward members for compliance with expectations
Coercive Power
When consumers fail to give in to group expectations or rules, disapproval can be harsh and may even result in loss of membership
Informational influence
refers to the ways in which consumers use the behaviors and attitudes of reference groups as info for making their own decisions; can often provide members w/ product or issue related info, and consumers often consider group related info when purchasing products or services
Utilitarian influence
ways in which a consumer conforms to group expectations in order to receive a reward or avoid punishment ie. Nike shoes to feel like you fit in with the group
Value expressive influence
the ways in which consumers internalize a group’s values or the extent to which consumers to express their own closely held values and beliefs
